Research On Marketing Communication Strategy Of Wine Brand "BEBENDOS" Of A Winery In China Market

With the development of the society,various relevant data show that the market size and capacity of the wine industry have increased year by year.The comprehensive support for the development of the wine industry in the country,the implementation of various favorable policies and the huge market volume also indicate that the wine industry is still a sunrise industry.However,as the market giants have arranged the wine industry,the war between the major wine merchants has become fierce.Nowadays,nearly a thousand new brands enter the wine industry every year.In such a fierce competitive environment,companies only have to attract consumers through price wars.There are obviously many misunderstandings and facing the dilemma of unsustainable development.In addition,in the face of thousands of wine brands,it is difficult for consumers to distinguish which is better,which makes it more difficult for consumers to make decisions.A Winery is committed to spreading its own wine brand,establishing its own brand image,and occupying market share.According to its own brand positioning,it has implemented a series of marketing communication strategies.Even under the premise that products,prices,channels,and brand have advantages,they still have not reached the expected goal.This article takes A winery BEBENDOS art wine as the research object,on the basis of referring to relevant literature and data,firstly through the investigation to find out that the root cause of the winery A 's sales performance is not up to the marketing communication strategy Existing problems.Then in-depth understanding of China's wine market demand and development trends and the situation of competitors,reorganize the brand positioning status of A winery BEBENDOS brand,conduct indepth research on the status of marketing communication,and analyze the current status of A winery marketing communication,and finally A winery BEBENDOS brand integrated marketing communication strategy puts forward some suggestions and draws a conclusion: A winery BEBENDOS brand must keep up with the times in marketing communication strategy,not only to understand the connotation of integrated marketing communication,but also to plan and design the brand's entire publicity and communication activities,from determining communication goals to communication Information design,then the choice of communication method,and then media selection and combination to integrate each link to enhance the brand influence of A winery,thereby increasing the company's effectiveness.The research in this thesis also provides integrated marketing communication ideas and methods for small and medium-sized wine companies,so that small and medium-sized wine companies can take as few detours as possible in the fierce market competition,maximize the company's sales profit,and help the company continue to develop healthily.